SBD/August 27, 2013/Marketing and Sponsorship

Wheels & Deals: NASCAR, HP Engagement Center Allows Real-Time Feedback

NASCAR CMO Steve Phelps said for HP's collaboration with the organization to create the Fan & Media Engagement Center, the technology company "takes all that big data and pushes it down into something that's actionable for us." Appearing on CNBC's "Squawk Box", Phelps said the "actionable data" could be "if we see that fans are confused about a particular call in a race or something happens with a promotional" event. Phelps: "We're able to react immediately and either have our broadcast partner make that change and retell the story in some fashion. But it allows us to do it importantly in real time" ("Squawk Box," CNBC, 8/26).

SMOKE SHOP: Izod IndyCar Series team Rahal Letterman Lanigan Racing yesterday announced that blu eCigs will be the primary sponsor for the No. 15 car driven by Graham Rahal at the Sept. 1 Grand Prix of Baltimore. It also will sponsor Rahal at the Oct. 5-6 Grand Prix of Houston doubleheader. blu eCigs has been an associate sponsor of the car for the entire '13 season (blu eCigs).

SHELL SHOCK: REUTERS' Alan Baldwin reported Greenpeace activists "scaled the main grandstand" shortly before the start of the Belgian F1 Grand Prix on Sunday and unfurled a banner protesting against race sponsor Shell's "activities in the Arctic." The banner, dropped just prior to the race, read, "Arctic Oil? Shell no!" (REUTERS, 8/25).
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